Wish snatches up top Android app Locket to help you buy the stuff you want

The popular iOS shopping platform just bought a lock-screen app to personalize its buying recommendations.

wish ios app

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Locket, a beloved Android app that serves up content you want to read right on your lock-screen, is bringing its recommendation tech to one of the most popular iOS e-commerce apps.

Wish, one of the top 10 lifestyle apps in the App Store, snatched up Locket, which Google Play picked as one of its best apps of 2014, to power recommendations for its shopping platform. Locket founder and CEO Yunha Kim, who is joining the Wish team, said there are no plans to shut down Locket at the moment, but that the technology that fueled the Android app’s tailored lock-screen content picks will be baked into Wish.

Kim compares Wish to a mobile shopping mall, like “what Amazon could have been had it focused on smartphones early.” And while Wish is nowhere near as massive as Amazon, the app has tons of fans: 50 million in Wish alone and 100 million across its family of apps, which include a tech gear store called Geek, a parent-focused one called Mama, and a beauty product marketplace called Cute. Wish lets you browse through products from thousands of merchants and save them to wishlists, which it uses to show you more products you’ll like even if you never buy them. Locket will improve that recommendation engine.

Why this matters: E-commerce platforms know that people don’t want to waste time looking at products they have no interest in. If Locket’s tech can help Wish surface the items you’re most likely to buy, it will improve the shopping experience and encourage you to return when you’re looking for something specific.

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